JOHN KAEGI
LA QUINTA

Hotel marketers often try to be all things to all travelers. Not La Quinta Inns.

The economy hotel chain in 1993 began abold reimaging program that included narrowly targeted advertising and a $60 million facelift.

With a limited ad budget-$2 million last year-La Quinta decided to narrow its advertising to focus on its core market, "road warriors," or traveling sales executives. Word-of-mouth would bring the rest, executives felt.

Direct mail sent to frequent guests, including an audio newsletter, also is used.

The in-progress reimaging program already has boosted La Quinta occupancies and revenues, even in the midst of construction disruptions. Occupancies are up 3.9 points to 65.4% for the first quarter ended March 31, compared with the same period the previous year.